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2 accounts.keywords showing huge difference in impressions!



11:10 am on May 27, 2008 (gmt 0)

5+ Year Member

I'm using 2 accounts to promote my product..both having the same structure..same ad groups, same keywords,targeting the same location but having unique landing pages of course.
Now, the first account has been running for years and has a good account history while the second one is RELATIVELY new.
Getting into the keyword level, most keywords from my first account have a "great" quality score while those from the 2nd account have "ok" QS.
The keywords from the first account have a lower minimum bid as compared to the keywords from the second account.
I have 2 things to ask:
1) Now, although I'm bidding more for the keywords in the 1st account, they rank lower compared to the others in spite of the better Q.S. How come?

2) Moreover, when I compare keywords from both the accounts, I find a HUGE difference in impressions.
The keywords from the 1st account have more than twice the no. of impressions/day as compared to the keywords from the 2nd account...this in spite of the fact that they are ranked lower!Its not as if the budget in the second case is low or something!
I don't get this!Shouldn't the impressions be almost the same?

Once, I figure this out..I'd want to get into the huge difference in conversion rate in spite of having exactly similar ads as well!

Anyone having any clue about this?


6:45 pm on May 27, 2008 (gmt 0)

10+ Year Member

For one, I would question the use of 2 accounts with exactly the same thing in them, but thats a different discussion.

Presumably all of your campaign settings are the same. (ie content match /network/ ad acceleration etc..)

1. What are you looking at exactly to make the comparison? Doing a random search on a couple of keywords, adgroup/campaign averages, or looking at every keyword in reports from the exact same time periods?

2. I could see this happening, but tough to diagnose without seeing all the data. One keyword in a list of 100 being not exactly the same as the other account could make totals/averages look like this.

As far as the huge difference in conversion rates, I think you said there are two different sites with different landing pages. I would bet thats a large part of it. On page factors have been known to change a google adwords keyword from 1 to 5% conversion rate..probably cases where its been more.


6:58 pm on May 27, 2008 (gmt 0)

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

Assuming that both accounts are using the same destination urls, Google will know that the accounts are related, and won't double serve your ads - they'll serve the best performing ones, with the best QS and history - which will be the ones from the first account.

That would account for far fewer impressions on the second account.

I had a client who had three separate businesses in the same industry - one sold products in that industry, one provided training in that industry, and a third consulting. I tried to have three separate accounts for these, but Google made me combine them into one, and I couldn't use the same keywords at the same time, even though they were three separate applications.


5:29 am on May 28, 2008 (gmt 0)

5+ Year Member

Netmag, your assumption is wrong as its clearly mentioned that the guy is using two different landing pages. So I don't think the reason you mentioned for fewer impressions is correct. I have been thinking about this but couldn't come up with a convincing answer. Can you help?


11:13 am on May 28, 2008 (gmt 0)

5+ Year Member

fenway - I'm looking at looking at individual keywords for the same date range..and thr's a huge difference in nos.
forget about the conversion rate...but whts the issue with the no. of impressions?the keyword with better positions should have similar no of impressions if not more..rite?but as it turns out, its totally the other way 'round!
secondly, as per Google, I'm not violating any law by having 2 accounts...i can have as many accounts as i want to as long as the ads direct to unique landing pages!;)


1:41 pm on May 28, 2008 (gmt 0)

10+ Year Member

semblahblah - This is a little counter-intuitive, so bare with me. This is also based an the assumption that you have budget caps on both campaigns, if not the concept doesn't apply.

If you have a keyword in a campaign in account A with a budget cap of $10 and a keyword in a campaign in account B with a budget cap of $10, and the keywords are set to different bids, the following will happen, assuming there is user enough demand to always reach the cap.

Keyword A is set to $1 and keyword B is set to $.50, You can only get 10 clicks on Keyword A($10/$1 = 10 clicks)and you can get 20 clicks on keyword B because ($10/$.50 = 20) Say your click thru rate on A is 10% and B is 1%(much lower because lower on page). For A, Google will try to show your ad 100 times, so that you get 10 clicks(at 10% ctr) at $1, spending $10. For keyword B however, Google needs to show your ad 2000 times, at your click thru rate of 1%, to get 20 clicks at $.50, spending your limit of $10(20 x $.50).

Thus, Keyword A at $1 gets 100 impressions and Keyword B at $.50, at a LOWER position, gets 2000 impressions.

If your conversion rate were to be the same in both cases, you're ROI would be double AND at double the volume in scenario B. Best of both worlds.


2:03 pm on May 28, 2008 (gmt 0)

5+ Year Member

fenway - I have a huge budget in both cases which is not being met with.
So your argument is clearly not valid!


2:28 pm on May 28, 2008 (gmt 0)

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

It doesn't matter if you have different landing pages. I had completely different landing pages and urls and *companies* for my accounts as well. Google knows the accounts are related, and they will not double serve. If you don't want to believe that, go ahead and keep looking for answers.

You can always test it by temporarily turning off the first account, and see if the second one picks up.


9:13 pm on May 28, 2008 (gmt 0)

10+ Year Member

"the keyword with better positions should have similar no of impressions if not more..rite?but as it turns out, its totally the other way 'round!"

I'm simply providing a scenario where I have seen the precise result you are describing and have no answer for, based on the parameters, however incomplete, you provide in your initial description.

At this rate, my answer is more valid and complete than your questions.


12:46 am on May 29, 2008 (gmt 0)

10+ Year Member

netmeg is absolutely correct, i know from learning the hard way. Don't be surprised if you see one acct go to "poor" with $5 min bids or depending upon your industry if someone happens to "complain" no matter what you spend google will allow you to: a)keep one account or b) cancel you entirely. We were spending well into 6 figures for a long time when this happened to us and in our case a competitor allegedly complained. Google is able to track the ip's of your logins even if they are separate accounts. We found out that had some interesting ways of "associating" the multiple accounts. good luck and just pray one of your competitors doesn't complain.


5:35 am on May 29, 2008 (gmt 0)

5+ Year Member

I'm not sure if a "complaint" could affect my accounts.
I came across an instance where for one search query, I see someone occupying 8 out of 11 positions on the first page with unique landing pages though.
On asking Google about it, I was informed that the person "is not violating any Google laws" and they really can't do much about it!
I don't know!
I'm not arguing whether its ethical or not..but its happening!
And since I've been "asked" to do it..I'm just looking for answers to improve the efficiency of both the accounts.
netmeg - thnx!I mite try pausing one of the accounts for a while and see how the other performs...if i get the chance to experiment!


8:33 am on May 29, 2008 (gmt 0)

5+ Year Member

you should look at the impression share of each account, perhaps your old one just has a higher impression share, which would explain the higher absolute number of impressions.

As to why the impression share would be different between the 2 accounts given that all parameters seem the same, that's a new question.


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